Click-through rate and add to cart rate
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Hello! I'm working on calculating the click-through rate for my buy button as well as the add to cart rate and I'm curious to know how others are calculating that. I'm surprised this is not a metric that is already available in FS in the templates….does anyone knows why? the CTR and add to cart rate should be calculated the same regardless the industry if I'm not mistaken. So it would make sense to have it as a template….amiright?
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Hey Israel Bautista ! Great question.
Whilst we do have a few Add to Cart related metric recipes in the Fullstory Cookbook , I can definitely share your feedback internally regarding having a templated or perhaps even default metrics that focuses on Add to Cart and Click-Through Rates.
In terms of how you might build such metrics; for Add to Cart rates, a metric like the below should help - where you're taking the number of sessions where the relevant element or text was clicked, and dividing that by all sessions (i.e.
Any activity):That said, when it comes to calculating such conversion rates like Add to Cart and Click-through rates, we'd actually often lean towards using Funnels for such calculations. As here you can easily add the order of events you're interested in, and we'll automatically surface a Funnel Conversion rate for you. An example below of how you might build a CTR rate for instance:
Hopefully these suggestions will be helpful. Please feel free to follow up with any further questions or feedback!
Thank you Hania Simpson this is helpful I was very confused as to what would be the best way to do, I was looking at some information and getting different ways to do it.(i.e. add to car rate = # of click events on add to cart button / unique sessions of users visiting the page PDP, I have PDP here because we wanted to get the rate for PDP pages) the cookbook, was my first thought but I couldn't find anything specific to add to cart rate or click-through rate. For the click-through rate the way I'm calculating that is click events on the buy button / event visits to the PDP page (since I wanted to only get the rate for PDP pages) is that how would you calculate the click-through rate?
Hi Israel Bautista,
Glad to hear the suggested metric may be of some help!
Regarding Click-through rates (CTR) - generally this is calculated based on the number of people who clicked on the relevant element/button, divided by the number of people that saw it (i.e. clicks / impressions).
So your suggested approach sounds good to me, as this would be taking a count of clicks on the Buy button in this case, and dividing it by how many times the button would have been seen (based on visits to your PDP page). It'd ultimately be up to you whether you want have the metric run this calculation based on Events, Unique Sessions or Unique Users, but you've got the calculation spot on 🙂
Thanks Hania Simpson I think this is where some templates may be helpful, I know depending the metric if you select Events, Unique Sessions or Unique Users you'll be measuring slightly different things so the nuance of those would be great for someone like me that doesn't have a background in analytics and it would help with the learning curve 😉
That's fair feedback Israel Bautista!
I've fed that back internally for you, so our teams can certainly bring this into consideration as we plan our developments. Thanks for taking the time to share this with us!
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